"Faster, Better, Cheaper" Is Holding You Back

Two paths diverging in the forest

Remember when words like “faster,” “better,” “cheaper,” and “smarter” were banned from our vocabulary on Madison Avenue? Those words were the crutches for lazy marketers, a shortcut to describe what a product did without saying anything at all. We weren’t allowed to take the easy way out. Instead, we were pushed back to the drawing board, again and again, until we came up with something that didn’t just blend into the noise.

But why? Why go to such lengths to craft positioning statements?

Because our job wasn’t just to describe a product—it was to carve out a unique space in the market’s psyche. Words like “faster” or “smarter” kept us stuck in the same old competitive game, reducing our client’s brand to just another player in an overcrowded field. And what happens when someone else claims they’re even faster or cheaper? Suddenly, you’re in a street fight, struggling to prove you’re the best.

Fast forward to today. I’ve flipped through hundreds of pitch decks, and all too often, they leave me with a sense of déjà vu. “I’ve seen this before,” I think. “This is just another version of the same old thing.” If that’s the impression your startup’s messaging leaves, you’re in trouble. It means you’ve either failed to create something truly unique, or worse, you’ve boxed yourself into the now, stuck in the same tired competition.

If you’re a startup founder reading this, it’s time to get real. Take a hard look at your messaging—your website, your pitch deck, every piece of communication you’ve put out there. Are you just another voice in the crowd, or are you breaking the mold? It’s time to own that new, uncharted territory.

Here are four key questions to ask yourself:

1. Are you building a company for today or for the future?

2. Is your solution redefining your industry?

3. Are you ready to create new ways of talking about your company?

4. Are you forcing customers to make a choice, or are you just offering another option?
   

And here’s a bonus: Can you describe your product or service without relying on those "~er" adjectives?

For more on this, pick up Mike Maples Jr.’s book on Pattern Breakers. And don’t forget the classic by Al ries and Jack Trout—it’s the bible of positioning for a reason.